Serbian consumers are increasingly switching from women’s razors and blades to hair removers/bleaches, and this is visible in the fact that the latter saw the highest current value growth in 2018. This migration is happening because more and more female consumers are tending to avoid women’s razors and blades because these products often irritate the skin and leave a visible rash-like redness.
In terms of distribution channels for depilatories, drugstores/parapharmacies held the highest value share in 2018, and it also continued to grow. This channel gained notable value share over the review period thanks to the expansion of two large chains – dm and Lilly – and this trend continued in 2018.
One of the most important trends that affected depilatories in Serbia in 2018 was convenience. This was why products with easy-to-use claims were more popular amongst consumers.
The best-ranked producers within depilatories in Serbia in 2018 were Sté Bic and The Gillette Co. These two players offer women’s razors and blades brands that are both well-known and well-distributed.
Thanks to the massive growth in outlet numbers for the dm and Lilly chains, and their consistent investment in private label products, the value share of private label within depilatories in Serbia increased notably over the review period. Other retail chains were either not present in depilatories or accounted for negligible shares.
There were no notable new launches recorded in depilatories in Serbia during 2018. Producers were instead busy improving the distribution of their products, and also providing marketing support for their existing brand portfolios.
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This industry report originates from Passport, our Beauty and Personal Care market research database.